Research On Conflict And Cooperative Management Of Online And Offline Marketing Channels In Branded Clothing Enterprises

The rapid development of traditional retail and online retailing has brought many benefits to people's lives.However,offline marketing channels and online marketing channels are coexisting and development,which also brings new challenges to retail companies in channel management,especially This is especially true for branded apparel companies in the retail industry.Clothing,as a necessity for people's lives,is closely related to everyone's life.Therefore,the management of online and offline channels of retail brand clothing companies has also received much attention from the industry and academia.The evaluation of corporate performance should not be measured only by financial indicators.Some non-financial evaluation indicators can also indirectly reflect the value benefits of the company.This study draws on the classic balanced scorecard theory,selects customer evaluation indicators among them,and uses customer's evaluation of brand image of brand apparel companies as performance evaluation indicators for online and offline marketing channels of apparel companies.Based on the theories of 4P and 4C,this article recombines Product,Price,Promotion,and Convenience to study online and offline marketing channel conflicts and online and offline marketing channels of branded apparel companies.Collaboration,respectively,has an impact on the brand image of branded apparel companies.Based on this research,it provides reference suggestions for the construction of collaborative management of online and offline marketing channels for branded apparel companies.This paper adopts a questionnaire survey to collect the relevant data needed by the Institute and uses the statistical software spss22.0 to conduct empirical analysis of the sample data.Firstly,the normality test was conducted on the questionnaire.From the analysis of descriptive statistics,we can see that the sample data obtained this time passed the normality test;secondly,the reliability and validity of the questionnaire were tested,and the test results showed that The sample data meets the criteria required by the research;in the end,the hypothesis proposed in this paper is verified.The research results show that the factors that have a significant negative impact on the brand image of branded apparel companies are product conflict and price conflict,respectively.The sales promotion conflict has no significant effect on the brand image of apparel companies;in addition,when the brand clothing companies are online and offline Marketing channels for collaborative management,the specific measures to maintain online and offline products consistent,consistent prices and provide customers with convenient shopping services,these measures have a significant positive impact on the company's brand image;the study also found that the customer shopping experience in product collaboration It plays an intermediary role with the brand image of the company.The customer shopping experience plays a role in mediation between price coordination,shopping convenience and the brand image of the company.After the empirical research,this paper proposes relevant reference strategies for the collaborative management of online and offline marketing channels of branded apparel companies.Brand apparel companies can perform collaborative management on product strategies,price strategies,and shopping convenience,focusing on improving the shopping experience of customers.It will help build and maintain a good corporate brand image and enhance the overall interests of branded apparel companies.In addition,on-line and off-line marketing channels can be reasonably differentiated and competed on promotions so as to activate the innovation vitality of all channels within the company.